OTT & A Cup of Joe
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- OTT ad platform
- DISQO’s Ad Measurement solution
Tech Stack
- Survey-based research
- Behavior-based research
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
- Food & Beverage
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
About The Customer
The customer in this case study is a global coffee retailer. The brand is a household name with nearly 100% awareness, making it a well-established player in the market. Despite its strong brand recognition, the company was facing challenges in demonstrating the value of its advertising efforts, particularly on OTT platforms. The company was looking to measure the impact of its advertising campaign on a variety of attitudinal and behavioral KPIs, with the ultimate goal of driving sales and return on investment.
The Challenge
A global coffee retailer, despite having nearly 100% brand awareness, was struggling to prove the value of its advertising. The challenge was to demonstrate the effectiveness of its advertising campaign on a top streaming platform, particularly on Over-The-Top (OTT) media, which has been notoriously difficult to measure. The campaign aimed to achieve objectives across a variety of attitudinal and behavioral Key Performance Indicators (KPIs), including ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, retailer site visits, competitor site visits, category site visits, branded search activity, competitive search activity, and category search activity. The streaming platform and the coffee retailer needed a neutral measurement partner who could deploy survey- and behavior-based research on the campaign to provide a complete view of impact on the metrics that mattered most to the client.
The Solution
The streaming platform chose DISQO’s Ad Measurement solution to test the effectiveness of the campaign. DISQO analyzed a sample of its proprietary opt-in audience of users who confirmed the ads on a connected TV device within the past 30 days. These users were separated into control and exposed samples, and both groups were surveyed for attitudinal feedback. Additionally, DISQO tracked actions taken by control and exposed people to understand lifts in behaviors including search, site visits, and shopping. This helped the platform answer key questions about whether audiences were seeking out the coffee brand, actively considering the brand while shopping, and whether the coffee brand was winning the purchase.
Operational Impact
Quantitative Benefit
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